Courvoisier launches China exclusive expression

Beam Suntory has introduced Courvoisier Gala Club, a no-age-statement Cognac expression exclusively for the Chinese market.

Courvoisier has launched Gala Club, an expression developed exclusively for the Chinese market

The release was developed to celebrate the grand opening of the Eiffel Tower in 1889, and follows Courvoisier’s recent brand revamp under the Paris Golden Age theme.

Named after the original club at the top of the tower, Gala Club is a blend of Cognacs aged between four and eight years from a variety of crus, including Fins Bois and Petites Champagnes.

First aged in oak casks, the liquids are then married together to give “summer fruit names with a velvety sweet finish”.

Neeraj Kumar, Beam Suntory marketing director emerging Asia, said: “Courvoisier Gala Club is both sophisticated and approachable,” said “It’s a great expression to introduce people to Cognac. We’re thrilled to launch this exciting expression as a world-exclusive for China.”

Jeanette Edwards, Courvoisier Cognac global director, commented: “With the perfect balance of sweet fruity notes and lingering velvety finish, Courvoisier Gala Club truly captures the essence of the Paris Golden Age – the luxury, the sophistication and the innovation. Its golden colour is reminiscent of the Paris Golden Age the expression was inspired by.

“First this expression greets with the rich aroma of figs, candied fruits and raisins. The taste is the perfect balance of summer fruit with rich honey following closely behind, followed by a long and velvety aftertaste. It’s equally enjoyed neat, mixed with soda water, or blended in cocktails,” she said.

Her Soon Seng, CEO of distributor Asiaeuro, added: “We are very excited to build up the consumer base for Gala Club. The introduction of Gala Club will add strength to the Courvoisier offering in China and fitted well into the right price segment.”

Courvoisier Gala Club carries a recommended retail price of RMB358 (about US$55).